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China agencyScope 2014: Marketing Services Agencies General Report

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China agencyScope 2014 is research study on the trends of the Marketing Industry in China. The study also gathers data on the perception and performance trends of Creative, Digital, Media, and …

China agencyScope 2014 is research study on the trends of the Marketing Industry in China. The study also gathers data on the perception and performance trends of Creative, Digital, Media, and Marketing Services Agencies in China.

R3 Worldwide and Grupo Consultores have been doing this study since 2006 in China. In this edition, the field study was done between August 2013 to December 2013 by conducting 40 minutes to 1 hour interviews with Senior Decision Makers in China's biggest companies/organisations.

In this presentation you will get a glimpse of what are the general trends of the Marketing Services Industry in China.

Published in: Marketing, Business

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  • 1. 1 CHINAagencyScope 2014 中国营销趋势研究 A research study conducted by Grupo Consultores and R3, since 2006 始于2006年,由Grupo Consultores与胜三共同执 行的调查研究 5th Edition, 2014 第五版, 2014
  • 2. 2 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS CLIENT-AGENCY TRENDS INTRODUCTION, METHODOLOGY, & TECHNICAL DATA 概述,研究方法,数据 ADVERTISERS AND THEIR RELATIONSHIPS WITH AGENCIES 广告主与代理商的关系 THE AGENCIES’ OVERVIEW 代理商概观 广告主与代理商趋势 1 2 3
  • 3. 3 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS INTRODUCTION,METHODOLOGY, & TECHNICAL DATA 概述,研究方法,数据 1
  • 4. 4 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 1978 2008 2011 2003 2009 2013 2012 2010 2006 2005 2009 Introduction 简介 agencyScope Globally 营销趋势调研全球分布
  • 5. 5 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS  2014 report is the fifth edition of the Study in China.  Only Senior Decision Makers were Interviewed.  Face-to-face and telephone, 40min-1 hour interviews.  Fieldwork: August - December 2013.  A tool for taking action. Introduction  2014年报告为中国地区第五版  受访者为高级市场营销决策者  时长40分钟至1小时的面对面深度访问  实地调查:2013年8月 – 2013年12月  用于采取行动的工具 Introduction 概述
  • 6. 7 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS IMAGE STUDIES 形象调研 # RELATIONSHIPS 关系数量 Marketers on Marketing Services agencies 广告主与市场营销代理商关系 157 Marketers on Advertising agencies 广告主与传统广告代理商关系 314 Marketers on Digital agencies 广告主与互动代理商关系 243 Marketers on Media agencies 广告主与媒介代理商关系 230 Methodology 研究方法 Base: 425 Interviewees from 285 Companies (343 brands) 基数:来自于285个公司(343个品牌)的425个受访者
  • 7. 8 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS Base: 110 interviewees in 2014 基数:2014年受访者为110位 13.6 11.8 1.8 12.7 8.29.1 0 42.7 Below 40M 41 - 100M 101 - 200M 201 - 500M 501 - 1B Above 1 B Does not spend 没有营销预算 DK/NA 不知道/不适用 Average ( Million RMB ) : 372.38 均值(百万人民币): 372.38 Technical data 数据 Marketing Budget 营销预算 (%)
  • 8. 9 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS Technical data 数据 Budget Split (%) 预算分配 (%) 45.5 35.9 18.6 Above-the-line (ATL) 线上营 销 Below-the-line (BTL) 线下营 销 • 45% of budget goes to above-the-line campaigns, 36% to below- the-line and 18.6% to Digital. • In the UK investment in Digital goes up to 22.5%. • 分配给线上营销的预算占 45%,线下营销的预算占 36%,同时,互动营销占 18.6%。 • 在英国的调研结果显示, 互动营销的预算比例已经 上升到22.5%。 Base: 261 interviewees in 2014 (CMO’s for agencyScope) 基数:2014年受访者为261位 (接受我们采访的首席营销官)
  • 9. 10 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS Technical data 数据 2014 84.5 11.8 3.6 MULTINATIONAL 跨国企业 STATE OWNED 国有企业 LOCALLY OWNED 地方企业 Base: 110 interviewees in 2014 基数:2014年受访者为110位 Technical data 数据 Type of company (%) 公司分类 (%)
  • 10. 11 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS Technical data 数据 Companies interviewed (59% that agreed to share their name) 受访广告主 (59%)
  • 11. 12 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS ADVERTISERS & THEIR RELATIONSHIPS WITH MARKETING SERVICES AGENCIES 广告主与代理商的关系 2
  • 12. 13 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS AGENCY SELECTION 代理商挑选
  • 13. 15 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS Good image/Prestige in the market/They are the best Creativity / Innovation Know the agency/My personal experience with agency Work done in the past / Good agency presentation Structure / Size / International Network Strategic Planning / Marketing understanding Good Service / Professionalism Good image / Prestige 形象/声誉 Creativity / Innovation 创意/创新 Know the agency/personal experience 听说过这家代理商/个人经验 Work done in the past 曾经做过的项目/案例 Structure / Size 结构/规模 Strategic Planning 策略策划 Good Service 服务 BENCHMARK BRAZIL CHINA MEXICO UK Agency selection 代理商挑选 Criteria used to create a Short List of Marketing Services Agencies 创建候选营销服务代理商名单的标准
  • 14. 16 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 82.9 38.2 35.5 25.5 10.0 10.8 Pitch 比稿 Trial assignment / Project 通过试验性的工 作/项目 Selection by credentials 通过代理公 司的 资历来选择 Workshop / Chemistry session 全与代理公司的讨论会 Direct appointment/ global decision 直接委任/全球性决定 Consultants 在专业的咨询服务公司的 帮助下进行选择 Base: 110 interviewees in 2014 基数:2014年受访者为110位 Agency selection 代理商挑选 Selection methods (prompted) 挑选方法/程序 (%)
  • 15. 17 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS MARKETING SERVICES AGENCIES - CLIENT RELATIONSHIPS 广告主与代理商的关系
  • 16. 18 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 3.80 4.20 3.23 3.96 • China has shorter relationships than any other market. Clients in the UK and Brazil work with their agencies for more than 6 years. • 中国的合作关系持续时间 比其他各个国家都要短。 英国和巴西的客户都与他 们的代理商保持着超过6年 的关系。 Agency-Advertiser relationships 代理商- 广告主关系 Duration of the relationships (average) 合作关系的持续时间 (平均) BENCHMARK BRAZIL CHINA MEXICO
  • 17. 19 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS TYPE OF AGENCIES 代理商类型 # AGENCIES 2014 2014年 代理商数量 # AGENCIES 2012 2012年 代理商数量 Average number of Marketing Services agencies 营销服务代理商平均数量 2.31 5.5 Average Number of Advertising agencies 传统广告代理商平均数量 2.22 3.5 Average number of Digital agencies 互动代理商平均数量 2.48 3.3 Average number of Media agencies 媒介代理商平均数量 1.20 2.0 TOTAL AVERAGE OF AGENCIES 总体代理商平均数量 8.21 14.30 Agency-Advertiser relationships 代理商- 广告主关系 Number of Agencies by client 广告主的代理商数量 (%)
  • 18. 20 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS AGENCY COMPENSATION 代理商付费机制
  • 19. 21 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 32.8 4.2 59.9 20.6 8.8 77.9 2014 Mix (fee+commission): 0.4% 2014年混合制(月费+佣金): 0.4% 2012 Mix (fee+commission): 2.9% 2014年混合制(月费+佣金): 2.9% Fee / Retainer 月费制 Commission 佣金制 Project based 项目制 Agency Compensation 代理商付费机制 Compensation methods (%) 付费方式 (%) Base: 110 interviewees in 2014 and 87 in 2012 基数:2014年受访者为110位 and 2012年受访者为87位 2012 2014
  • 20. 22 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 46.1 14.5 27.0 15.9 38.8 68.0 77.6 2014 2012 2010 Marketing市场部 Procurement 采购部 Both两者兼具 DK/NA不知/不适用 Agency Compensation 代理商付费机制 Who leads compensation process (%) 谁来主导付费过程 (%)  Nowadays in only 39% of cases Marketing leads the negotiation process. Figures have changed dramatically since 2010.  In 46% of cases Marketing and Procurement lead the process jointly. • 39%的受访者表示,市场部主 导付费和谈判过程。此项数据 与2010年相比变化非常显著。 • 46%的受访者表示市场部和采 购部共同合作来完成付费过 程。
  • 21. 23 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS CHANGING MARKETING SERVICES AGENCIES 更换代理商
  • 22. 24 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS Changing agencies 更换代理商 Business Growth (%) 业务增长 (%) Base: 110 interviewees in 2014 基数:2014年受访者为110位 18.8 21.0 9.7 15.6 17.8 6.4 9.6 10.5 6.4 81% to 100% 50% to 80% 11% to 50% Up to 10% All clients 所有客户 Multinational 跨国企业 Locally owned 地方企业 • Clients in average in China believe marketing services agencies contribute to their business growth in 28.7%. • 在中国广告主认为代理商 能为他们的业务增长做出 贡献的平均比例是28.7%。 Average (0%-100%)28.70 27.81 41.00
  • 23. 25 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 4.8 6.8 5.4 2.2 11.1 9.1 13.0 86.3 80.7 80.5 97.8 Satisfied 满意 Indifferent一般 Dissatisfied 不满意 DK/NA 不知/不适用 Changing agencies 更换代理商 Satisfaction Current agency (%) 对当前广告代理商的满意程度 (%) BENCHMARK BRAZIL CHINA MEXICO
  • 24. 26 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS The Marketing Services Agencies Overview 广告代理商总体分析 3
  • 25. 27 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS HIGH PROFILE CAMPAIGNS 知名度高的广告活动
  • 26. 28 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS Most respected Companies 最受尊重的广告活动 1 2 3 4 5 6 7 8 9 10
  • 27. 29 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS 1 2 3 4 5 6 7 8 9 10 High profile Campaigns 知名度高的广告活动
  • 28. 30 AGENCY RELATIONSHIP + REMUNERATION + REVIEW CONSULTANTS sabrina@rthree.com vera@rthree.com cvacchiano@grupoconsultores.com 谢谢 THANK YOU www.rthree.com www.grupoconsultores.com